subject: Getting the Best Out of Your PPC Campaign [print this page] PPC is fast becoming one of themost popular advertising tools for both big and small businesses. Using this advertising medium is simple, economical and does not require complex technical knowledge. Despite this, some pay per click advertising campaigns are more effective than others. This is because a few important factors impact the effectiveness of these campaigns. Understanding these factors and ensuring that they are working in your favor will make sure that every dollar spent on PPC is worth its while.
Identify the Right Keywords
The first and most important step in a PPC campaign is identifying the right keywords or search terms that potential customers will use to search for products and services similar to the ones you offer. There are online tools that can help you with this. But, more importantly, you should have a good idea of your customer and what he/she thinks of your product to find the best suited keywords. Here are some tips that can help you understand your customer better:
Study the customer profile by analyzing available customer data such as your website logs
Understand the needs that drive customers to your product
Find out the ways in which your product is used by your customers
Direct or indirect interaction with existing customers is great way to understand how they think about your product. In addition, you will also need to find out or guess what search terms your customers are using to find your website or product online. This will help you determine which keywords are most relevant and commonly used to refer to your product/ service.
Set up the PPC Campaign
The next step is to set up a PPC campaign and bid on these keywords. Most top search engines give you an idea of the top level bids so that you know what you will need to pay to get a priority position on the search engine results. You can mix and match your bids to have a top level ad positioning on the most popular search engine and may be a second or third level on lesser popular search engines. The idea is to experiment to get the best cost per conversion. Once the bidding is done, you can now let the search engine do the marketing for you.
Increase Conversion with a Captivating Website
The effectiveness of your pay per click advertising campaign depends on another important aspect- your website. The quality of your website will very often determine whether the visitor becomes a customer or leaves in a hurry. Before starting a PPC campaign, you must ensure that your website can and does deliver whatever the advertisement promises. In addition, the website must be simple enough to assimilate quickly, easy to navigate, and maintained properly such that all links work perfectly and content is fresh, interesting and relevant enough to hold the visitor's attention.
A good website is an essential requirement for the success of any pay per click advertising campaign. The PPC campaign draws the visitors to the site. But it is the website that actually represents your company and enables the visitor to become a customer if he/she desires.
Getting the Best Out of Your PPC Campaign
By: Patrick LeMay
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